Individuality is defined as the quality or character of a particular person or thing that distinguishes it from others of the same type, especially if strongly marked' (Individuality, nd).Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The idea that all human beings are individuals and that each individual is different from one another is seemingly logical. Each of our life experiences is tailor-made depending on where we come from and what we do; which is further reflected in the way we behave, the opinions we have and the choices we make. This difference is often celebrated in creative spheres as an expression of the human spirit. It is seen as a quality synonymous with uniqueness, self-realization, identity, non-conformity and free will. And the absence of this quality is usually perceived in a strongly negative light. In the digital age, “where the lines between privacy and public (city) have been blurred” (21th Century Fashion History: 2010-2017, 2017); the need for individuality is no longer limited only to creative circles. Rather, it is the only thing that stands between a person being labeled “Instagram-worthy” and not simply “basic” (Mak, 2015) and while efforts have been made to redeem the word, specifically, the phrase "basic bitch"' (Rosasco, 2016); it is still mostly associated with the negative, i.e. as unoriginal/ordinary. But who exactly decides whether one is truly an individual? It is empowering to see oneself as unique, but the norm for uniqueness is defined by the parameters of what everyone else thinks (Borecka, 2017). Which begs the question: who or what makes an individual? And is one really an individual if they are the only ones who think that way? “Fashion” does not have a single definition or meaning; it could be interpreted as an outlet for self-expression or as a cumulative representation of current socio-cultural scenarios. For some it could mean a lifestyle choice while for others it could be a reason for vanity. But what remains an unspoken constant in all explanations is that for fashion to be relevant, it must be accepted and/or practiced by an audience. (Sproles, 1981) The fashion industry taps into this idea of ​​'acceptance'. Since it is human nature to desire a sense of belonging by separating ourselves for personal expression; similarly, in the fashion industry, there is the freedom to stand out while being carefully placed under a label for identification (e.g. lolita, pastel goth, yuccies etc.) (Worn Through, 2014). And, if someone doesn't fit in anywhere, then the industry will find ways to label them too (e.g., fashion laggard, anti-fashion plebeian, etc.). This paradox is further highlighted by the existence of trends and media that dictate that being fashionable requires keeping up with trends because "in fashion, one day you're in and the next day you're out", as model Heidi Klum said on Project Runway. And, although being fashionable today is still dictated by what is "in trend" and what is not; the source of these trends is no longer the big brands, the catwalks or the meteorologists. Digitalization has completely changed the trend landscape, and trend inspirations are becoming more and more ubiquitous. In a Business of Fashion interview, Marc Worth, co-founder of Worth Global Style Network (WGSN), said: "Today, the idea of ​​a group of people sitting in a room and deciding what the colors will be between two years” time or what materials will be used in three years is complete nonsense” (Abnett, 2015). Trends and their duration are now controlled by influencers and consumers on social media. (Abnett,Petrarca et al.) This has further changed the way brands market themselves. The need for a strong brand identity has become a primary concern because consumers today have shifted their attention from what the product is to what the product represents (Zegheanu, 2017). They demand that a brand engages them with authentic messages and interactions (Tyson, 2016) and allows them the space to infuse their own personality and perspective into a product to make it “non-mediocre” and possibly unique (Follows, 2015). also an abundance of social media posts, blogs, and articles that spread the message of “self-love” and encourage individuality. Positively, such an attitude has been able to inspire diversity, inclusiveness and acceptance (Karg, 2015) but has also, as previously mentioned, caused overwhelming pressure to be an embodiment of self-expression to be “socially approved” ( 21st century). History of fashion: 2010-2017, 2017). Referring to the context, it is safe to assume that in the current fashion scenario (2010+) individuality is a driving factor in trend and popular culture. So much so that it could be recognized as a fundamental trend in itself. Since everyone constantly expresses or seeks to express their individuality, “self-expression” may be the deadly “conformity” of our time (Curtis, 2017). Therefore, this article attempts to study individuality as a fashion trend and understand its effects on the current fashion scenario. The need for such study is further underlined by the existence of countertrends such as NormCore and Minimal Chic. These tendencies believe in "adaptability rather than exclusivity", where one does not pretend to be above the humiliation of belonging. They see normality as a rebellion against individualism and create a new concept of individuality that seeks to express itself not through appearance but through other sources. This article will also examine these countertrends as their beliefs are in tune with its fundamental theory that true individuality in the context of fashion is a utopian concept. Furthermore, by studying these trends backwards, the article aims to gain deeper insight into the phenomenon of individuality. In the current scenario, people celebrate individuality and take many measures to ensure that they are “themselves” at all times. This is further fueled by numerous media advertisements, articles and blog posts that provide readers with information on how to be a fashion individualist and how to stand out. This process has also fundamentally changed fashion marketing and brought many ideals such as diversity, gender fluidity and eco-consciousness into the mainstream. There is also an underground countercurrent that has brought the uselessness of the same into the discussion but a gap lies in the research of this characteristic as a trend in the context of fashion. This article aims to do so by understanding and redefining individuality. The research can help predict future fashion trends and be relevant to fashion education and businesses. This research will be addressed in an exploratory design due to the subjectivity of the topic, i.e. individuality. Such an approach leaves room for unexpected and idiosyncratic outcomes while ensuring that small details are considered in a larger context (Bryman, cited in Karg, 2015). A mixed method approach seems more suitable for data collection. Qualitative data will be collected by studying current trends influenced by individuality and the role of digitalization in it. This will be supported by data collected from observing fashion personalities on social media platforms, especially the model.